By the numbers, the messaging app Kik looks like a runaway success: 15 million monthly active users, and 0 million in venture funding at a valuation that puts it in the unicorn club.
The game was: Keep on taking VC cash until you can build enough scale to compete with Facebook and Google for advertising dollars.
But if Snapchat had raised $2.7 billion in venture capital and still couldn’t sell enough ads to cover the cost of acquiring its users, what hope was there for anyone else?
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The filings revealed that Snapchat’s user growth was starting to level off.